What Sellers Want in A Real Estate Agent
Real estate professionals asking themselves about what sellers want in a real estate agent are on the path to business success. This is because asking these types of questions is a hallmark of good customer service. Thankfully, organizations like the NAR have done extensive research to find out what home sellers and buyers want most. We have the data and are breaking down what sellers want in a real estate agent most.
What Sellers Want in A Real Estate Agent
According to data collected by the NAR, the top five things sellers want in a real estate agent is help:
- marketing their home to potential buyers (20%)
- pricing home competitively (20%)
- selling the home within a specific time frame (19%)
- finding a buyer for home (14%)
- finding ways to fix up home to sell it for more (14%)
Help marketing their home to potential buyers (20%)
There are two services that sellers want most in a real estate agent. They are marketing a seller’s home and pricing their home for sale. According to the NAR, 20% of sellers most want a real estate agent who will market their home to buyers.
Listing agents who want to get more clients should focus on creating a stellar marketing plan. The best way to do this is by answering the questions home sellers will most often ask. These include:
- What online channels will me home be shared on (Zillow, MLS, Social Media, etc.)?
- How will the real estate agent make my home stand out from the thousands of listings online (Single Property Sites, media used, target ads, etc.)?
- Which forms of media will be used to promote my home (Professional photos, floor plans, virtual tours, etc.)?
- How will my home be promoted locally (open house, sign riders, etc.)?
- How will the real estate agent’s professional network be leveraged to promote my home?
Since marketing skills are the most important thing sellers want in a real estate agent, making a stellar marketing plan should be #1 priority.
Help Price Home Competitively (20%)
Pricing homes competitively is just as important to sellers (20%) as having a solid marketing plan. Sellers want an agent who will list their home at the right price. But, giving sellers the best listing price possible isn’t good enough. Sellers want a real estate agent who will show them exactly how they decided on the listing price.
In a world of inaccurate Zestimates, real estate agents need to be incredibly honest and open about how comps are acquired and how listing prices are decided on. Sellers love printouts and explanations of detailed comps.
Real estate agents should view themselves as educators. Home sellers need agents to teach them about the best price for their home and how that price is determined.
Help Selling a Home Within a Specific Time Frame (19%)
Real estate agents have a great opportunity to help calm a seller’s anxiety and get new clients, by emphasizing a commitment to selling homes within a specific time frame. With job changes, expanding families, and other relocation needs, many sellers become nervous and frustrated when thinking about their time frame needs.
A seller’s fear and frustration are a huge opportunity for real estate agents. Presenting a track record of previous sales, past client testimonials, and emphasizing how the marketing plan and listing price are important to selling quickly are important.
Help Find a Buyer for Home (14%)
Fourteen percent of sellers most want an agent that will help them find a buyer. This need ties directly into a real estate agent’s marketing plan. And, highlighting the real estate agent’s professional network is a must.
The listing agent should also highlight their ability to find the right buyer for a seller’s home. Talking about qualifying buyer leads is important. Not only will the real estate agent find a buyer, but one who is financially secure, is going to make it to closing, and who is not asking for an outrageous price cut.
Help Find Ways to Fix Up Home to Sell it For More (14%)
It’s not a surprise that many home sellers want to increase the asking price of their home. And while this can cause headaches for agents, what many sellers actually want is help and guidance fixing up their homes to sell for more.
When presenting a fair listing price and comps, part of the conversation often turns to increase the listing price. No surprises here! But agents should be ready with a list of data-backed home improvement options to increase the sales price. Having the name of a few good contractors on hand is also a great idea.
What Sellers Want in a Real Estate Agent
While many real estate agents focus on their negotiating skills, their brokerage’s reputation, or other strengths, the truth is, we have data on what sellers want in a real estate agent. A strong marketing plan, a competitive listing price, help selling their home quickly, finding a buyer, and advice on home improvements is what sellers actually want most. Above all, agents who focus on these needs and marketing toward those needs will see the highest pay-offs.
